Archie is a small arch-shaped piece that essentially bridges the two sticks on your controller. It's not a Bluetooth gadget loaded with firmware updates or a subscription service. It's just a clever piece of physical design that does exactly what it needs to do and nothing more.
The campaign begins with a gamified DOOH execution placed in high-footfall Gen Z locations including Dhoby Ghaut, Bugis, Singapore Management University, and the Central Business District. These locations help bring the Grimace Shake campaign into the flow of Singapore's daily urban movement.
Hilary Duff stated, 'Do you know why a Diet Coke from McDonald's hits different than a different Diet Coke?' She elaborated on her belief that McDonald's has a 'lifelong contract' with Diet Coke, leading to a more delicious soda.